"The information overload of the digital age demands efforts to make publications stand out, identifying what motivates people to buy.".
SANTO DOMINGO.- If you don't understand the reasons why you're not achieving frequent closings on your properties, even when following the steps required by the sales manuals, you may be overlooking important details that are preventing you from getting better results.
Effective lead generation, good photos, and texts that highlight the benefits of the property are the keys that Ivan Guerrero uses to promote his sales.
“The Art of Creating Publications that Sell” was the presentation given by the expert, during the third day of the CBR-01 Certification course, organized by the Association of Real Estate Agents and Companies (AEI), and which is taking place this week, with the participation of a large group of new agents and those interested in enhancing their learning.
The Senior Associate at Plusval also recommends visiting the property to acquire it directly and observe its details. “Record everything you see so you know what to write later, talk to the owner and ask them what they like about their house, take your time; the property isn't listed to increase inventory, but to sell, so you need to get to know it, distinguish its advantages and disadvantages.”.
A photo is the best advertisement. That's why it's recommended to choose the areas before picking up your camera or phone, arrange the spaces, and explore different angles; good photos can make all the difference in closing a sale. Include images of the areas that showcase their best features.
Choose a time of day with good natural light, avoid dark photos as they can create negative reactions, take many shots and edit them. Ten or fifteen photos are enough for posting.
Guerrero believes that the information overload of the digital age requires taking steps to make publications stand out, identifying what motivates people to buy in order to create positive effects.
"Essentially," he reflects, "people buy to avoid pain or loss, and secondly to satisfy a desire. The decision to buy stems from concrete needs, but the buying process is emotional; first they feel the emotion, and then they rationalize their decision. We as salespeople have to understand that to know how to connect with them.".
Therefore, it falls under the third element, which refers to writing engaging texts that convince potential buyers. It recommends a catchy title that hooks the reader, visualizes the target audience for the property, and concludes with a call to action.
